How competitive is the Rice niche on Amazon United Kingdom?

14 brands and 90 sellers compete in Rice on Amazon United Kingdom. The top 5 Rice products take 34% of clicks and its top 5 brands hold 78% of demand.

What do buyers complain about in Rice?

Rice buyers on Amazon United Kingdom complain most about Taste-Overall, Quality-Overall, Smell, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Rice niche?

Rice sells for £5.23 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.60–£25.15. The average incumbent carries 746 reviews — the moat a new listing must climb.

Rice

Rice shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Rice profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Rice is a £1.4M/yr Amazon United Kingdom market (1.7M searches/yr). The top 5 brands hold 78% of demand. Verdict: Worth a look — 61/100.

Rice: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -10.5% over the last 90 days and 15.4% of searches end in a purchase.

£1.4M

revenue / yr

Units sold / yr400K

Search volume / yr-10.5%1.7M

Conversion rate15.4%

Avg price£5.23

Who owns the niche?

The top 5 brands hold 78% of demand, so 22% of the market is open.

22%

open market share

Brands · sellers14 · 90

Top-5 product click share34%

Open market22%

Avg brand age74 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 47 products

Top Rice products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals

Price: £5.93
Rating: 4.5/5
Reviews: 869
Age: 1y ago

by Amazon Basmati Rice 1kg

Price: £1.92
Rating: 4.6/5
Reviews: 1,230
Age: 3y ago

Morrisons Basmati Rice 1kg

Price: £1.99
Rating: 4.7/5
Reviews: 501
Age: 10y ago

Laila Longer Basmati Rice 5Kg

Price: £7.35
Rating: 4.5/5
Reviews: 1,389
Age: 5y ago

Morrisons Easy Cook Long Grain Rice 1kg

Price: £1.43
Rating: 4.5/5
Reviews: 1,177
Age: 8y ago

Newest

by launch date

Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style

Price: £7.40
Rating: 4.6/5
Reviews: 129
Age: 1y ago

Morrisons Piri-Piri Rice 250g

Price: £0.88
Rating: 4.0/5
Reviews: 33
Age: 1y ago

Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals

Price: £5.93
Rating: 4.5/5
Reviews: 869
Age: 1y ago

Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals

Price: £9.23
Rating: 4.6/5
Reviews: 136
Age: 1y ago

by Amazon Basmati Rice 1kg

Price: £1.92
Rating: 4.6/5
Reviews: 1,230
Age: 3y ago

Competition: brands, sellers & click share

Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

14 falling

Sellers

Top-5 brand share

78%

Top 20: 100%

Top-5 click share

34%

Top 20: 77%

Open market

17%

Morrisons31%
by Amazon14%
LAILA14%
Tilda11%
Salaam8%
Mai Thai5%
Open — no brand owns it (8 brands, 17%)

Rice demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume1.7MCVR15.4%Products47Brands14Top 5 Brands78%OOS Rate0.0%Rating4.6★Reviews746Avg BSR#87

No pronounced peak months · busiest ÷ quietest = 1.4×

Top Rice search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

rice1.3M/yr -9.1%11.0% conv.
basmati rice294K/yr -11.3%13.3% conv.
white rice27K/yr -25.0%13.3% conv.
rice 5kg23K/yr -25.3%6.7% conv.
basmati17K/yr -15.1%14.2% conv.
rice basmati19K/yr -28.3%8.3% conv.
5kg rice10K/yr -27.6%8.0% conv.
rice bag8K/yr -25.8%3.6% conv.
roce4K/yr -4.0%4.0% conv.
indian rice5K/yr -23.8%0.9% conv.

What reviews say buyers love and hate about Rice

What buyers mention most, as a share of all reviews.

What buyers love

90% of reviews

Taste-Overall24%

“Tastes as I would expect”

Value For Money22%

“Good value for money”

Quality-Overall19%

“Best quality”

Cooking Instructions11%

“Great fir everyday cooking as well ad special occasions”

Flavor4%

“The rice absorbs flavours well”

What buyers complain about

73% of reviews

Taste-Overall18%

“Didnt like the taste”

Quality-Overall18%

“Poor quality, unedible”

Smell13%

“Chemical smell”

Value For Money7%

“Far too expensive”

Cooking Instructions5%

“Mushy after cooking”

Common Rice questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Rice 61/100 on Amazon United Kingdom — Worth a look. The niche generates £1.4M/yr across 47 tracked products. Search demand moved -10.5% over the last 90 days.